So, if you can order what you want and not pay for things you don't want then I think that will pick up steam when the consumer can save 4-5k easy and get exactly what they want with a little compromise.
99% of the time you will have to get things you don't want in order to get what you do want. Most of everything is packaged in the manufactures favor. Say the only option you want is a sunroof in your F150 and see what that'll end up costing you.